this comes from the cult of metrics. If you need to know all the numbers about every single thing, about every single action taken every day in order to make decisions, then it naturally results in all the data being collected. And thus having to find ways to use the data because you already spent all your money on collecting and storing this information. And if you sell it, you can make more money!
"Cult of metrics" -- I like it. Perhaps "you can't improve what you can't measure," but it's also true that sometimes "you can't improve what you can measure," or that it's just not worth improving. Sure, you could pitch me a smart toilet paper dispenser (yes, this is a thing) that measures how many times it turns, then sends me coupons for toilet paper when I'm close to running out, but... it's toilet paper. I doubt your margins cover a discount I would care about, much less your server costs.